How to Differentiate Yourself from Your Competitors with Scott McKain | #44

Ep #44: Saying that you’re great in your service or your product is the best isn’t enough for people to decide to deal with you.

You need to have a clear statement of how you are different and this should go through all of your business processes.

In this episode, Scott McKain shares how to differentiate yourself from your competitors. He will help you to find and express why and how you are different.

Scott is an internationally known authority who helps organizations create distinction in every phase of business and teaches how to deliver an “Ultimate Customer Experience®.” 

Scott McKain’s presentations benefit from three decades of experience, combined with his innate talent for articulating successful ideas. McKain has spoken before and consulted for the world’s most influential corporations.

Time Stamped Show Notes:

[00:22] About the episode and Scott McKain [01:47] Scott shares how he grew up in an entrepreneurial family and started his business when he was in college [03:09] How he tried to stand out among other speakers and his research turned to the book Create Distinction and a lot of public speaking [04:44] We assume that customers know why our business is different, but in fact, they don’t [06:34] Everyone says “We are the best.” How to differentiate yourself from other businesses [07:52] Be absolutely clear about what your advantages are [09:13] Scott's challenge when wanted to give a speech about the distinction even if the speaking bureau didn’t want to accept it [10:16] You have only six seconds to get someone’s attention [12:58] Once you get people’s attention you have time to tell more about what you do [13:28] An example of the plumbing company message that makes it stand out [15:13] Be creative and find one thing that makes you different [16:28] An example of what makes the St. Elmo Steak House different from 18 others nearby [18:11] One thing that makes Enterprise rental car agency different [18:37] Make a list of every single point of contact you have with your customers and add one thing that will make you stand out [19:35] People don’t buy your WHY, they buy HOW you help them [21:31] How to let everyone know about that one special thing your business [23:03] The difference between customer experience and customer service [25:28] You have to connect with customers emotionally [26:44] How to express in business the special things that differentiate you from your competitors [27:41] Your customer service should start with your employees [28:30] The common mistakes that people make when they try to differentiate themselves [30:20] Things to do within next 3 weeks to differentiate yourself from your competitors [32:30] Where to find Scott online and get more information about how to differentiate yourself from your competitors [33:27] For the show notes go to marinabarayeva.com/44 and subscribe to the Marketing for Creatives show

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